Why the Future of Automotive Luxury Isn't a Screen
Walk into a modern dealership, and you are often greeted by a "glass cockpit", huge, glowing touchscreens dominating the dashboard. But if you look at the pinnacle of the automotive world, the pendulum is swinging back.
There is a growing consensus among elite designers and drivers alike that the era of "Peak Screen" is over. Why? Because you wouldn’t slap an OLED screen onto a Rolex. True luxury is timeless, and nothing ages faster than digital resolution. But don’t just take our word for it.
The "Nadir" of Touchscreens
Marek Reichman, Chief Creative Officer at Aston Martin, recently noted that we have reached the "nadir" of touchscreens. His argument is visceral: luxury is about the feeling of a button, the smell of leather, and the weight of materials, sensations that even high-end glass screens cannot emulate.
Furthermore, usability is paramount. When you want to change the volume or adjust the lumbar support, you don’t want an agonising swiping experience - as as Reichman suggests. And we have surely had enough of that with Tinder.
The Shelf-Life of a Screen
Mate Rimac, CEO of Bugatti Rimac, goes further, arguing that "a screen dates a car like nothing else."
In ten years, a high-definition screen from 2024 will look like a relic, effectively destroying the vehicle's aesthetic longevity and resale value. We see this parallel in film: compare the rapid ageing of early CGI and 3D animation to the timeless quality of 2D hand-drawn films. One captures a moment in technological time; the other captures art. Luxury cars must strive for the latter.
The Return to Tactility (With a Twist)
This doesn't mean we are returning to clunky mechanical switchgear or a clutter of traditional buttons. The solution lies in bridging the gap between the digital and physical worlds.
At TG0, we believe the interface should be invisible until needed, it's the tech equivelnt of quiet luxury. Imagine controls embedded directly into premium leather, sustainable wood, or ergonomically designed polymers. You get the connectivity of a digital system with the tactile satisfaction and timeless aesthetic of physical materials.
It’s time to stop looking at screens and start feeling the drive again.
